James Smith says, “Native ads present publishers and advertisers with an opportunity to create non-intrusive, thematic ads that consider consumers’ experience first, which is key to meeting their high expectations. This is especially true on mobile as smartphones take center stage in day-to-day life.

It’s no shock that advertisers spent $7.9 billion on native ads in 2015 — a number that’s expected to soar to $21 billion in 2018. Mobile native ads revenue is also anticipated to grow market share over the next four years to hit 63 percent of mobile display ad revenue, up from 52 percent in 2015.

While the definition of native is a bit loose, for the purpose of this article, I’ll define it as ads that are created especially to fit contextually as closely as possible to the content around them. These days, that’s often represented through articles, infographics and so on, but it can also come in the form of ads in social network feeds like Facebook”.

Why the digital advertising ecosystem loves native

Marketing Land


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